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Challenge: To develop a comprehensive recruitment campaign, integrated with Delphi's overall brand communications. Key objectives included promoting workforce diversity and creating awareness of Delphi as a technology-based supplier to automotive and select non-automotive industries. The ads needed to have the flexibility to adapt to a wide range of sizes and media, as well as a black and white format.
Solution: A program of versatile ad concepts, each projecting a distinct message in a design that's recognizably Delphi. Using a variety of art and headlines, the different ads and other pieces (a brochure, a hand-out card, e-cards, etc.) creatively address such aspects of Delphi as the company's technologies, global operations, workforce diversity, cross-industry product applications and more. The amount of information per piece was deliberately kept lean, encouraging readers to visit Delphi's website.
Results:
Heightened employer identity, a strong diversity message and several creative awards. Delphi gained a distinct advertising presence in minority-professional pubs, metro papers and recruitment venues. In addition to the whole campaign winning our 2002 Ray Eisenberg/Bob Allen Creative Award, various campaign pieces also received Merit awards in the Employee Diversity Program category of the 2002 EMA Creative Excellence and Dansker Awards contest.
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